Long-Standing Relationship to Continue through 2019
DAYTONA BEACH, Fla. (Sept. 6, 2016) — In the midst of a year-long celebration of the 75th anniversary of the iconic M&M’S® Brand, NASCAR, and Mars Chocolate North America announced today a renewed agreement that will extend their Official Partnership through 2019. As part of the renewed relationship, Mars Chocolate will continue its designation as the Official Chocolate of NASCAR®, ensuring its various brands remain a race day staple for millions of fans.
Since entering NASCAR as a team sponsor more than 25 years ago, Mars Chocolate has steadily increased its level of participation in the sport. In 2000, the company expanded its sponsorship by becoming the “Official Chocolate of NASCAR,” emphasizing to fans its dedication to the sport. In the spirit of thanking its loyal NASCAR fans, M&M’S will celebrate race fans during Richmond International Raceway’s inaugural Fan Appreciation Weekend. To help honor its 75th Anniversary, the brand will roll out the red carpet and give fans a VIP welcome at the Front Stretch Gate on Saturday.
“Our association with NASCAR has proven to be a true win-win partnership and we’re excited to continue the relationship for the next several years,” explained William Clements, vice president, sponsorships and sports marketing, Mars Chocolate North America. “From helping M&M’S celebrate their 75th anniversary to energizing the thousands of Mars Chocolate Associates coast to coast, NASCAR is the perfect platform to fuel our business.”
With more than 15 consecutive years of Official Partnership and a historic championship run as the primary sponsor of the No. 18 M&M’S Toyota last season, Mars Chocolate is undoubtedly one of the most recognizable brands in the sport. Mars Chocolate continues to execute a fully integrated strategy that includes advertising, event marketing, social media, business to business, and associate engagement.
“Mars Chocolate has delivered creative and engaging activation that our brand loyal fans have embraced throughout the past 15 years,” said Steve Phelps, executive vice president and chief global sales and marketing officer, NASCAR. “As the Official Chocolate of NASCAR, Mars Chocolate has made race day more enjoyable for millions of fans and we are proud to continue our successful partnership.”
As the Official Chocolate of NASCAR, Mars Chocolate encourages fans to “Celebrate Race Day with M.” The campaign reminds fans to include irresistible and colorful chocolate in their race day rituals. Many of Mars’ most iconic brands belong to the category, including M&M’S®, and SNICKERS®. Additionally, Mars/Wrigley and Petcare iconic brands are also included, such as SKITTLES® and PEDIGREE®.
The NASCAR Sprint Cup Series™ season will continue with the Federated Auto Parts 400 at Richmond International Raceway on Saturday, Sept. 10 at 7:30 p.m. ET on NBCSN, MRN and SiriusXM NASCAR Radio.
About Mars, Incorporated
In 1911, Frank C. Mars made the first Mars candies in his Tacoma, Washington kitchen and established Mars’ first roots as a confectionery company. In the 1920s, Forrest E. Mars, Sr. joined his father in business and together they launched the MILKY WAY® bar. In 1932, Forrest, Sr. moved to the United Kingdom with a dream of building a business based on the objective of creating a “mutuality of benefits for all stakeholders” – this objective serves as the foundation of Mars, Incorporated today. Based in McLean, Virginia, Mars has net sales of more than $33 billion, six business segments including Petcare, Chocolate, Wrigley, Food, Drinks, Symbioscience, and more than 75,000 Associates worldwide that are putting its Principles into action to make a difference for people and the planet through its performance.
Mars brands include: Petcare – PEDIGREE®, ROYAL CANIN®, WHISKAS®, BANFIELD® Pet Hospital, CESAR®, SHEBA®, DREAMIES® and NUTRO®; Chocolate – M&M’S®, SNICKERS®, DOVE®, GALAXY®, MARS®, MILKY WAY® and TWIX®; Wrigley – DOUBLEMINT®, EXTRA®, ORBIT® and 5™ chewing gums, SKITTLES® and STARBURST® candies, and ALTOIDS® and LIFESAVERS® mints. Food – UNCLE BEN’S®, DOLMIO®, EBLY®, MASTERFOODS®, SEEDS OF CHANGE® and ROYCO®; Drinks – ALTERRA COFFEE ROASTERS™, THE BRIGHT TEA COMPANY™, KLIX® and FLAVIA®; Symbioscience – COCOAVIA® and WISDOM PANEL®.
For more information, please visit www.mars.com. Follow us: facebook.com/mars, twitter.com/marsglobal, youtube.com/mars, linkedin.com/company/mars.
About NASCAR
The National Association for Stock Car Auto Racing, Inc. (NASCAR) is the sanctioning body for the No. 1 form of motorsports in the United States. NASCAR consists of three national series (the NASCAR Sprint Cup Series™, NASCAR XFINITY Series™, and NASCAR Camping World Truck Series™), four regional series, one local grassroots series and three international series. The International Motor Sports Association™ (IMSA®) governs the IMSA WeatherTech SportsCar Championship™, the premier U.S. sports car series. Based in Daytona Beach, Fla., with offices in eight cities across North America, NASCAR sanctions more than 1,200 races in more than 30 U.S. states, Canada, Mexico and Europe. For more information visit http://www.NASCAR.com and http://www.IMSA.com, and follow NASCAR on Facebook, Twitter, Instagram, and Snapchat (‘NASCAR’).
